The New British Experience

Every country depends a lot on its tourism. Be it the Swiss Alps, the Egyptian Pyramids or the Taj Mahal; tourism plays a vital role in boosting a country’s economy. For this purpose, many countries use creative campaigns with mega budgets to attract more and more tourists. Airlines benefit from tourism largely as well. World renowned airlines are always aligned with their country’s respective tourism departments to create hype and promote their culture, and everything else they have to offer. One such campaign was done by British Airways.

BBH Singapore, in collaboration with production studio Ars Thanea created a beautiful print campaign for British Airways. The campaign, title “Experience Britain” is based on the image of a British Airways plane. However, how amazingly the tourist attractions in Britain are contained within the plane’s structure is the true gist of this campaign. Every part of the plane’s body is shown in a 3D view with each representing a chunk of the modern British culture and all the treats it holds. All that defines Britain is in one single visual. The Queen’s royal guards, the world famous soccer pubs and the traditional British double decker buses are all part of the design.

Every campaign must have a unique element that makes it a hit. This particular campaign is in direct relevance with the brand advertised and the country promoted. As the name suggests, British Airways is Britain’s very own, and by showing all the tourist attractions, the airline pays tribute to its motherland. BBH Singapore have certainly earned their creative license and the expertly treated visuals makes one wish to get aboard one of these planes and fly to Britain in an instance. The most amazing intrinsic value of the campaign is that despite numerous elements, it is absolutely clutter free and justifies the principle of “Simplify and Amplify”.